Lochbridge

 

Reintroducing a Compuware business unit as a stand-alone full tech-service integration firm.

 

COMPANY

Lochbridge

YearS

2013 – 2015

Role

Graphic Designer

THE TASK

Compuware, a software tech giant based in Detroit, sold off a division for systems integration in the IT and software sectors. This transition called for a full rebrand overhaul, including development of a logo, identity, website, social content, collateral, and office environmental design. Over nearly a year and a half, I was part of a four-designer team that built a brand identity from the ground up and introduced the world to Lochbridge.

 
Lochbridge_header.png
 

Brand Identity

DESIGNING THE LOGO

Leadership selected the name of Lochbridge, indicating they liked having ties to Gaelic origins. We explored a number of logo lockups that represented a bridge or imagery from Scottish mythology. In the end, we went ahead with a clean typeface, encased in a two-toned box that is bridged together by the ‘H’.

 
Lochbridge_concept-logos.png
Lochbridge_final-logos.png
 

Graphic applications & elements

With the logo defined, we began exploring the graphic identity. I developed a distinct library set containing 400 linear icons. Inspired by the aquatic nature of the name, our key graphic element consisted of a blue tessellation pattern that captured a fluid aesthetic in the background of our designs.

 
Lochbridge_icon-library.png
Lochbridge_UI.png
Lochbridge_stationery.png
Lochbridge_brand-book.png
 

Motion Graphics

BUILDING UP THE KIT

With the identity in place, I began to work on defining video assets for our internal and external use. For external video case studies and public announcements, I developed an animated logo outro bumper. Internally, we wanted to have company-wide thought leadership sessions and training, which required some additional bumpers that leaned to the linear aesthetic of our icon set.

 
Lochbridge_logo-animate.gif
Lochbridge_int-animate.gif
 

MAKER FAIRE DETROIT 2015

Lochbridge partnered with the Henry Ford Museum to develop an app for the 2015 Maker Faire Detroit. In preparation for the Faire, I developed a video for our booth demonstrating how the app would use IOT to help attendees navigate the space.

 
 

SERVICE OFFERINGS

In an effort to market Lochbridge’s in-house design capabilities, I directed, storyboarded and animated a light-hearted video to promote our Mobile App Refresh services to be shared on social channels.

 
 

Office Design

SIGNAGE & DÉCOR

As the new company started to take form, a new office space was being developed. The branding that we developed started to inform the way the new workspace looked. The tessellation pattern could be found in signage, wayfinding and conference rooms. The linear icon set informed the aesthetic for illustrations that defined specific areas around the office.

Lochbridge_conference-rooms.png
Lochbridge_innovation-lab.png
Lochbridge_banner.png
 

Final Thought

Lochbridge was a unique opportunity to help steer the brand and marketing for a multi-million dollar company that would go on to lead the charge in IoT innovation. There was creative freedom and exploration that would greatly inform many of my pursuits in comprehensive identity development and motion graphics kits.

 

SUPPORTING CREDITS

Design Direction
Paul Kaiser

Graphic Design
Chris Elkjar

 
Branding, Motion GraphicsKirk Bell